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Proprietary & Confiden0al
brand	growth	strategy	
Developing	brand	metrics	to	business	performance	
	
Presentation	on	behalf	of:	
BrandSmart	Conference	by	he	American	Marketing	Association	
	
	
Michael	Million	
mmillion@fullsurge.com
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
2	
§  What	are	brand	metrics	and	why	do	they	ma>er?	
§  How	can	we	link	brand	metrics	into	business	performance?	
§  Behavioral	metrics	
§  Perceptual	Metrics	
§  Performance	Metrics	
§  CorrelaIons	
Agenda
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
3	
What	are	brand	metrics?	
Brand	Metrics	are	units	of	measurement	that	determine	how	strong	or	weak	a	brand	
is	relaIve	to	its	impact	on	driving	business	goals	
Typically	brand	metrics	fall	into	three	categories:	
•  Behavior	metrics,	or	what	employee	do	to	promote	or	build	the	brand	
•  InteracIon	metrics,	or	how	customers	interact	with	the	brand	
•  PercepIon	metrics,	or	the	resulIng	percepIons	customer	have	based	on	their	interacIons	
•  Performance	metrics,	or	the	resulIng	business	impact	based	on	customers’	interacIons	and	
percepIons	with	the	brand.
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
4	
Why	do	brand	metrics	they	matter?	
Brand	metrics	are	important	as	diagnosIc,	predicIve,	and	prescripIve	tools	to	help	
managers	understand	whether	(and	to	what	extent)	the	brand	is	on	track	relaIve	to	
its	posiIoning,	and	its	impact	on	the	business.	
Knowing	how	your	brand	is	perceived	enables	you	to	“course	correct”	as	necessary	
so	that	the	brand	is	be>er	aligned	with	overall	business	objecIves,	can	head	off	
emerging	liabiliIes,	and	can	take	advantage	of	momentum	or	spikes	in	posiIve	
percepIons.	
Moreover,	metrics	of	this	type	provide	visibility	into	which	markeIng	efforts	are	
paying	off	most	relaIve	to	driving	desired	percepIons	of	the	brand	and	growing	the	
business.
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
5	
Examples	for	each	type	of	metric	category?	
Behavioral	
Metrics	
InteracIon		
Metrics	
Perceptual	
Metrics	
Performance	
Metrics	
What	employees	do	
to	build	the	brand	
How	customers	
interact	with	the	
brand	
ResulIng	customer	
percepIons	
ResulIng	business	
impact	
•  Employees	
understanding	of	
strategy	
•  Employee	engagement	
scores	
•  Experience	delivery	
•  CommunicaIons	
•  Service	levels	
•  Awareness	
•  ConsideraIon	
•  Reach	/	frequency	
•  Web	traffic	
•  Social	index	
•  Demo	trials	
•  Product	reviews	
•  Lead	generaIon	
•  Purchases	
•  Re-purchases	
•  Market	Share	
•  Wallet	Share	
•  Profit	Margin	
•  Revenue	uplia	
•  Premium	pricing	
•  LifeIme	value	
•  Conversion	rate	
•  Customer	saIsfacIon	
•  PosiIve	associaIons	
•  Frame-of-reference	
•  Purchase	intent	
•  Advocacy	intent	
•  Net	promoter	scores
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
6	
How	might	we	prioritize	which	metrics	to	track?	
Behavioral	
Metrics	
InteracIon		
Metrics	
Perceptual	
Metrics	
Performance	
Metrics	
Which	metrics	will	
have	the	biggest	
impact	on	how	
customers	experience	
your	brand?	
Which	metrics	will	
have	the	biggest	
impact	on	how	your	
brand	is	perceived?	
Which	metrics	will	
have	the	biggest	
impact	on	the	
performance	of	your	
business?	
What	are	the	most	
important	metrics	to	
track	the	performance	
of	your	business?	
Start	with	the	end,	and	work	backwards
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
7	
How	can	we	link	brand	metrics	into	business	performance?	
Behavioral	
Metrics	
InteracIon		
Metrics	
Perceptual	
Metrics	
Performance	
Metrics	
What	employees	do	to	
build	the	brand	
How	customers	interact	
with	the	brand	
ResulIng	customer	
percepIons	
ResulIng	business	
impact	
•  Employees	understanding	
of	strategy	
•  Employee	engagement	
scores	
•  Referrals	
•  Experience	delivery	
•  CommunicaIons	
•  Awareness	
•  ConsideraIon	
•  Reach	/	frequency	
•  Web	traffic	
•  Social	index	
•  Demo	trials	
•  Product	reviews	
•  Lead	generaIon	
•  Purchases	
•  Re-purchases	
•  Market	Share	
•  Wallet	Share	
•  Profit	Margin	
•  Revenue	uplia	
•  Premium	pricing	
•  LifeIme	value	
•  Conversion	rate	
•  Customer	saIsfacIon	
•  PosiIve	associaIons	
•  Frame-of-reference	
•  Purchase	intent	
•  Advocacy	intent	
•  Brand	relevane	
Aaer	the	key	performance	metrics	are	
determined,	test	how	they	are	effected	
(increased	or	decreased)	by	isolaIng	in	on	
different	perceptual,	interacIon	and	
behavioral	levers	/	and	how	they	correlate	
with	each	other
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
8	
In	Conclusion	
§  Brand	metrics	can	be	fiend	in	several	different	ways	
§  Metrics	that	only	track	percepFons	of	the	brand	will	have	limited	value	
§  Enhanced	value	will	come	from	connecFng	those	perceptual	metrics	for	
customer	acFons	and	thus	business	performance,	as	well	as	those	acFons	that	
driven	those	percepFons	
§  Determining	which	levers	drive	which	metrics	are	important	when	resources	
are	constrained	and	prioriFzaFon	is	paramount
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
9	
Click	to	edit	Master	title	style	
1603	Orrington	
Evanston	IL	60201	
MMillion@fullsurge.com	
fullsurge.com	
	
Thank	you

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